Table of Contents:

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Growth Mindset, Process, and Success

One of the biggest recurring problems we see both for fellow marketers and for our clients is deciding exactly which growth tactics to test. Many read a ton of different blog posts and rarely find exactly what they need.

This post covers our top-performing, go-to high-value growth tactics. We come back to them consistently for all our clients, so if you need inspiration across your full marketing funnel, this is the right place to start.

A repository of 800+ tactics in our database that are fully illustrated, have detailed descriptions, reports on average success rate, and contain ‘Learn More’ links that provide a deeper dive into a specific topic. This database is fully searchable for your convenience. The world’s largest database of ROI-driven growth tactics with actual performance data from real growth tests we’ve run internally and with clients.

This is a full, always updated list of the growth tools and software that we use to grow businesses. From landing page builders to UX/UI wireframing tools, ads platforms to analytics suites, and much more, we’re sharing our entire growth marketing stack with you.

A step-by-step guide walking you through identifying the performance levers you need to pull to grow YOUR business with maximum return on investment (ROI). See the exact process Ladder uses to turn your data into more money.

This post explains exactly how and why Ladder manages to drive 300% higher success rates on marketing tests and experiments than the market average (as determined by Harvard Business Review, Sumo.com, and others).

This post is the right B2B/SaaS starting point because it features the 10 tactics that Ladder’s strategists consider their go-to tests for their B2B clients. These tactics have proven time and again that they work extremely well at driving ROI for software companies, B2B giants, small SaaS startups, and any B2B business you can imagine.

Here’s what you’ll get with each tactic:

The tactic name and average return on investment (ROI) based on prior tests with our clients

Whether the tactic requires a media budget (denoted with $)

A quote from the Ladder strategist that chose the tactic

A brief description followed by a step-by-step implementation guide

So if you want to hear about the tactics Ladder’s strategists use most for B2B clients, this is where to start.

B2C/e-Commerce

One of the biggest problems facing most of our B2C clients is conversion – increasing the number of people that actually end up buying something. For that, we wrote out a list of our favorite landing page tests and a list of our favorite ad copy tests, all designed to get more clicks and conversions.

Sometimes the problem with your conversion rate is your landing page / homepage. People don’t necessarily understand what they need to do with your page or aren’t properly led to the right products. These tests, executable with Unbounce, LeadPages, Shopify, or any other landing page builder, can help you get your conversion rate back on track.

If your conversion rate is in a good spot for your industry, then some ad copy approaches that increase click rates can help you take further advantage of that performance. These 41 different ways to target ad copy can give you the right ideas for your next ad.

Advertising

All the major advertising platforms behave a bit differently from one another and require different approaches to audience and keyword targeting. We’re working through building out step-by-step guides for them all, but you can start with the big dog — Google AdWords:

Analytics/Tracking

Our biggest pain point, both internally and with clients, has been doing a proper setup of analytics and event tracking. And since we work with so many different businesses that have different needs and audiences, we need to have a robust setup guide.

So we built that exact guide, and our strategists use it to implement tracking for every business they work on.

If you don’t have event tracking set up, you won’t know much about what your users are doing on your website or mobile app. That means you’ll really struggle to make the kinds of decisions that can grow your business.

If you can’t trust your tracking setup, you can’t trust your data. If you can’t trust your data, you can’t make decisions – or worse, you’ll make the wrong decisions.

Despite its importance, we’ve yet to find a business that has a perfect tracking setup.

Business Planning/Audits

Transparency is in Ladder’s DNA, and part of that effort to stay transparent means we’re constantly sharing internal data as part of our efforts to educate through content. To that effect, we’ve been running audits on our current marketing campaigns to figure out where we could properly test and execute new marketing ideas.

If you’re planning on starting your own business, building out a new product, or following your entrepreneurial drive, this post is for you. It covers the entire process of testing a business idea, from strategy to execution, in detail.

This is our audit of Ladder’s currently running PPC campaigns. We learned a LOT about what works and doesn’t work in our PPC marketing through this audit. If you want to learn how to run an audit like this, the post also acts as a detailed auditing guide for your benefit.

Similar to our PPC audit, we also audited our analytics setup to look at how we track events, conversions, etc… This post is also highly detailed and acts as a how-to guide, so if you need to look at your analytics in depth, go no further.

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